Fragrance Drives China's CN¥ 6.9B Shower Gel Market

Newer data: Scent Leads China's Body Care and Rivals Efficacy in Hair

Executive Summary#

Scented shower gel sales reached CN¥ 3.97 billion, a year-on-year (YoY) increase of 10.3% on a leading Chinese marketplace^[1], and fragrance accounts for over 34.6% of the dimensions on which consumers evaluate shower gel. Perfume houses such as Scent Library and Guanxia have entered the shower gel segment, while consumer demand for long-lasting scents is changing product development across China's body cleansing market. This analysis examines fragrance preferences, brand strategies built on scent and the growing fragrance economy within China's CN¥ 6.89 billion shower gel category^[2].

Scent Leads Consumer Purchase Decisions#

Fragrance is the most important single factor in shower gel purchases in China. An analysis of product reviews shows that scent accounts for 34.6% of the attention consumers give to evaluating a shower gel, ahead of efficacy (30.7%) and product characteristics such as foam quality (15.0%). Whether a shower gel smells pleasant and whether the fragrance lasts after bathing are therefore the main factors in Chinese consumers' purchase decisions.

Scent also accounts for most negative reviews: 93.7% of negative sentiment relates to an unpleasant experience of the scent, whether a fragrance that falls short of expectations, a scent that varies between batches or a fragrance that does not suit the consumer. Only 6.3% of negative reviews cite efficacy that fell short. We believe this means that brands investing in fragrance R&D and in consistent quality gain a large advantage in consumer satisfaction and the likelihood of repurchase.

Fragrance and efficacy account for over 65% of consumer evaluation attention

*Source: Moojing Market Intelligence*

Peach, Floral and White Tea Lead Fragrance Preferences#

Peach is the most mentioned scent, with 2,230 mentions, followed closely by floral at 2,056. White tea (1,484) and sweet (1,397) fragrances also show strong consumer preference, while woody (793), tea (712) and cologne (586) scents are growing, which shows the market widening beyond its traditional scent profiles.

Tea-based fragrances, including white tea, jasmine tea and Yulong tea, reflect a distinctly Chinese preference that sets the domestic market apart from Western fragrance trends. Cologne-scented shower gels, meanwhile, show that male consumers are having a growing influence on product development.

Floral, peach, and white tea fragrances lead consumer preference

*Source: Moojing Market Intelligence*

The Fragrance Economy: CN¥ 3.97 Billion and Growing#

Scented shower gel sales reached CN¥ 3.97 billion, up 10.3% YoY, which makes scented products a distinct segment within body cleansing. Consumer demand for body fragrance is turning scented toiletries into more sophisticated products that are bought partly for their part in a consumer's lifestyle. Fresh, floral and fruity fragrances remain mainstream, but as consumer demand becomes more varied, fresh herbal-tea blends and men's cologne fragrances have gradually become popular.

The entry of brands with a background in perfume, such as Scent Library and Guanxia, into the shower gel segment shows the potential for premium fragrance in the category. The main trends in the fragrance economy are these:

• Shower gels with "dupe" fragrances of luxury brands, for consumers who want the scent of a premium perfume at an accessible price
• Clear summer seasonality in sales of fragrance shower gels, which peak in June as warmer weather leads consumers to shower more often
• Scent retention as the largest purchase concept, at CN¥ 3.97 billion, well ahead of moisturising (CN¥ 2.83 billion) and hydrating (CN¥ 2.81 billion)

Scented shower gel sales show clear summer seasonality with upward trajectory

*Source: Moojing Market Intelligence*

Social Media Confirms Scent as the Main Driver of Demand#

Social media analysis confirms that fragrance is central to how consumers discuss shower gel. Women's and girls' body wash has the largest volume of discussion, with 1.22 million mentions, but scented body wash and fragrance body wash together account for over 1.59 million mentions. Terms related to fragrance therefore make up two of the four most discussed categories on social media.

Women's, scented, and men's shower gels dominate social media discussions

*Source: Moojing Market Intelligence*

Key Takeaways#

• Scented shower gel sales reached CN¥ 3.97 billion, up 10.3% YoY, which makes fragrance the category's main driver of growth
• Fragrance accounts for 34.6% of the attention consumers give to evaluating shower gel, and 93.7% of negative reviews relate to dissatisfaction with the scent
• Peach, floral and white tea lead fragrance preferences, while tea-based scents set the Chinese market apart
• The entry of perfume brands Scent Library and Guanxia shows the opportunity for premium fragrance in shower gel
• Sales peak in summer, and in June 2022 sales of scent-retention shower gels reached CN¥ 573 million, up 86.7% YoY

About the Data#

This analysis draws on Moojing Market Intelligence data covering Q2 2023 (MAT2023: May 2022-April 2023). Sales figures come from a leading Chinese marketplace, and consumer sentiment draws on public posts on major Chinese social platforms and on e-commerce reviews. For full methodology and additional insights, see the complete Body Cleansing Market whitepaper.